Insights & perspectives
Thoughts on B2B product strategy, market positioning, and building products that win.
"Make every word count."
Good copy can't rescue a weak product. Kristof Maddelein on why storytelling starts upstream, what AI changes and what it doesn't, and how to find a company's real story.
Read more
You built it. Why isn't anyone buying?
You built a product. The MVP is live. The first pilots are done. And then… silence. When a product isn't getting traction, it's rarely about visibility.
Read more.png&w=1200&q=75)
More products, less clarity: the portfolio trap B2B software companies fall into
Product portfolios have a natural tendency to expand. A new customer need here, a market opportunity there. Before long, nobody can explain what the company actually does.
Read more
"Design is not decoration. It's how you make technology worth adopting."
Strategic design, AI, Belgium's innovation gap, and what it really means to define the right problem before jumping to a solution. A conversation with Guy Van Wijmeersch.
Read more
From project to product: why your technology isn’t the problem
Having a working solution is not the same as having a market-ready product. Many B2B software companies discover this the hard way, after months of slow sales conversations, inconsistent messaging, and prospects who just don't seem to get it. Here's what's really going on, and what it takes to fix it.
Read more
Too many products get built because the technology is available, not because a genuine need exists.
Good product strategy starts with one honest question: Are we solving a real problem? Ronny, founding partner at Sweetspot, explains why that hasn't changed in 25 years.
Read more
Product, marketing, sales. I've stood on every side of the table — and that changes everything.
A conversation with Koen, Partner at Sweetspot
Read more
"I see myself as a builder — from idea to market"
A conversation with Dimitri, founding partner at Sweetspot. After almost 30 years across software engineering, product management, and business leadership, Dimitri shares what drives him — and why he's back to coding.
Read more
From strategic insight to market impact: the selink story
How Sweetspot helped selink, an innovative Belgian startup, transform from a successful pilot into a scalable business with refined positioning, a new brand identity, and secured growth funding.
Read more
From technical excellence to market leadership: the e-BO Enterprises story
How Sweetspot helped e-BO Enterprises transform their market approach, launch the Offinity brand, and position themselves as a digital leader in offshore wind energy.
Read more
AI doesn't fix bad GTM. It amplifies it.
Everyone's talking about AI in go-to-market. But the winners aren't using AI to replace strategy — they're using it to execute strategy faster and smarter.
Read more
What B2B Product Teams Actually Need in 2026
We asked product leaders what they need most. The answer wasn't more tools or AI — it's deeper customer understanding, faster validation, and more strategic time.
Read more